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This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of...
Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan.
- July 2021
- Case
Mary Kay Inc.: Enriching Women’s Lives while Embracing Change
By: Elie Ofek, K. Shelette Stewart and Julia Kelley
In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at...
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Keywords:
Advertising Campaigns;
Demographics;
Marketing;
Brands and Branding;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Product Positioning;
Social Marketing;
Salesforce Management;
Organizations;
Mission and Purpose;
Organizational Change and Adaptation;
Innovation and Invention;
Innovation Strategy;
Competition;
Competitive Strategy;
Competitive Advantage;
Beauty and Cosmetics Industry;
North and Central America;
United States;
Europe;
Asia;
Texas
- July 2021
- Supplement
Airbnb Emerges from the Pandemic: Lessons for Stakeholder Governance (B)
By: Benjamin C. Esty and Allison M. Ciechanover
As the COVID pandemic spread in early 2020, global travel ground to a halt. For Airbnb, the San Francisco-based platform for renting accommodations, the impact was both swift and severe as revenues plummeted more than 70% over the prior year. Responding to the sudden...
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Keywords:
Business and Stakeholder Relations;
Corporate Governance;
Crisis Management;
Leadership;
Two-Sided Platforms;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Value Creation;
Decision Making;
Goals and Objectives;
Travel Industry;
Tourism Industry;
Service Industry;
United States
- 2021
- Chapter
Multinationals' Need for State Protection: The Creation of the Swiss Investment Risk Guarantee in the 1960s
By: Sabine Pitteloud
This chapter focuses on the role of Industrie-Holding, the Federation of Swiss Industrial Multinational Companies, in the introduction of an investment risk guarantee during the 1960s. The chapter therefore contributes to a) the growing body of literature on how...
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- July–August 2021
- Article
Why You Aren't Getting More from Your Marketing AI
By: Eva Ascarza, Michael Ross and Bruce G.S. Hardie
Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the differences between the value of...
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- May 2021
- Case
Airbnb During the Pandemic: Stakeholder Capitalism Faces a Critical Test
By: Benjamin C. Esty and Allison Ciechanover
As the COVID pandemic spread in early 2020, global travel ground to a halt. For Airbnb, the San Francisco-based platform for renting accommodations, the impact was both swift and severe as revenues plummeted more than 70% over the prior year. Responding to the sudden...
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Keywords:
Business and Stakeholder Relations;
Corporate Governance;
Crisis Management;
Leadership;
Two-Sided Platforms;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Value Creation;
Decision Making;
Goals and Objectives;
Travel Industry;
Tourism Industry;
Service Industry;
United States
- April 2021
- Case
Accounting for Bitcoin at Tesla
By: Charles C.Y. Wang and Siyu Zhang
In February of 2021, Tesla revealed that it had purchased $1.5 billion of Bitcoin, totaling 7.5% of the company's cash. This announcement came after a series of cryptocurrency-related tweets from Elon Musk, the company's CEO, and a surge in cryptocurrency values. The...
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- May 2021
- Case
Headspace vs. Calm: A Mindful Competition
By: Ayelet Israeli and Anne Wilson
By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable...
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Keywords:
Marketing Communication;
Integrated Strategy;
Brand;
Brand ＆ Product Management;
Brand Communication;
Brand Differentiation;
Brand Building;
Brand Management;
E-commerce;
E-Commerce Strategy;
Ecommerce;
App;
App Development;
Applications;
COVID;
COVID-19;
Pandemic;
Pricing;
Pricing Strategy;
Subscription Model;
Subscription;
Partnerships;
Strategic Partnerships;
B2B Vs. B2C;
B2B;
Health ＆ Wellness;
Wellbeing;
Digitization;
Commoditization;
Mobile App;
Mobile App Industry;
Mobile Healthcare;
Mobile Marketing;
Digital Brand;
Digital Health;
Digital Marketing;
Consumer Health;
Apps;
Online Business;
Online Competition;
Online Community;
Online Entertainment;
Entertainment And Leisure;
Meditation;
Marketing;
Marketing Communications;
Brands and Branding;
Price;
Strategy;
Competition;
Competitive Strategy;
Competitive Advantage;
Partners and Partnerships;
Health;
Well-being;
Mobile Technology;
Communication;
Communication Strategy;
Disruption;
Consumer Behavior;
Online Advertising;
Communications Industry;
Communications Industry;
Communications Industry;
United States;
North America;
United Kingdom
- May 2021
- Article
Is No News (Perceived as) Bad News? An Experimental Investigation of Information Disclosure
By: Ginger Zhe Jin, Michael Luca and Daniel Martin
This paper uses laboratory experiments to directly test a central prediction of disclosure theory: that strategic forces can lead those who possess private information to voluntarily provide it. In a simple sender-receiver game, we find that senders disclose favorable...
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- 2021
- Working Paper
Spiritual Philanthropy in Emerging Markets
By: Valeria Giacomin and G. Jones
This working paper discusses the ethics and drivers of philanthropic foundations in emerging markets. A foundation organizes assets to invest in philanthropic initiatives. Previous scholarship has largely focused on developed countries, especially the United States,...
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- 2021
- Working Paper
Venture Capital Booms and Startup Financing
By: William Janeway, Ramana Nanda and Matthew Rhodes-Kropf
We review the growing literature on the relationship between venture capital booms and startup financing, focusing on three broad areas: First, we discuss the drivers of large inflows into the venture capital asset class, particularly in recent years—which are related...
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- April 2021
- Case
The Clean Network and the Future of Global Technology Competition
By: Meg Rithmire and Courtney Han
In May 2019, amidst of an ever-worsening trade war between the U.S. and China, President Donald Trump added Chinese telecom giant Huawei to the Department of Commerce’s “entity list,” essentially forbidding American firms from doing business with the company. Huawei,...
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- April 2021
- Teaching Note
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086.
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Keywords:
Influencer Marketing;
Influencers;
Influencer;
Monetization;
Monetization Strategy;
Female;
Female Entrepreneur;
Female Protagonist;
Direct-to-consumer;
Marketing;
Brands and Branding;
Marketing Strategy;
Venture Capital;
Entrepreneurship;
Marketing Communications;
Consumer Products Industry;
Financial Services Industry;
Advertising Industry;
London;
United Kingdom;
Europe;
North America
- February 2021
- Case
Threadless: The Renewal of an Online Community
By: Shane Greenstein, Karim Lakhani and Christian Godwin
Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its...
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Keywords:
Business Model;
Decision Making;
Entrepreneurship;
Innovation and Invention;
Leading Change;
Management;
Marketing;
Product Launch;
Operations;
Supply Chain;
Distribution;
Networks;
Sales;
Strategy;
Adaptation;
Technology;
Software;
Technology Platform;
Apparel and Accessories Industry;
Technology Industry;
North America
- February 2021
- Case
Apple: Privacy vs. Safety (A)
By: Henry McGee, Nien-hê Hsieh and Christian Godwin
In 2015, Apple CEO Tim Cook debuted the iPhone 6S with enhanced security measures that enflamed a debate on privacy and public safety around the world. The iPhone 6S, amid a heightened concern for privacy following the 2013 revelation of clandestine U.S. surveillance...
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Keywords:
Iphone;
Encryption;
Data Privacy;
Customers;
Customer Focus and Relationships;
Decision Making;
Ethics;
Values and Beliefs;
Globalized Firms and Management;
Government and Politics;
National Security;
Law;
Law Enforcement;
Leadership;
Markets;
Safety;
Social Issues;
Corporate Social Responsibility and Impact;
Civil Society or Community;
Mobile Technology;
Technology Industry;
Consumer Products Industry;
Telecommunications Industry;
Electronics Industry;
United States;
China;
Hong Kong
- January 2021
- Supplement
Barbara Krakow Gallery (B): Art and the Pandemic
By: José B. Alvarez and David Lane
Updates (A) case by describing the early impact of the COVID-19 pandemic on the art market, the renaming of the gallery as the Krakow Witkin Gallery, and the response of its partners and staff to the pandemic.
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- January 2021
- Case
eToro: Building the World's Largest Social Trading Network
By: Elie Ofek and Danielle Golan
Social trading platform eToro was preparing for the launch of its expanded offering in the U.S. The company faced critical decisions regarding product-market fit, go-to-market strategy, positioning and monetization. Moreover, it faced the challenge of how best to make...
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- January 2021 (Revised May 2021)
- Case
Amazon Shopper Panel: Paying Customers for Their Data
By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own...
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Keywords:
Data Analytics;
Data Privacy;
Data Management;
＂Marketing Analytics＂;
Marketing Communication;
Marketing Research;
Data-driven Management;
E-commerce;
E-Commerce Strategy;
Ethical Decision Making;
CRM;
Consumer Protection;
Targeted Advertising;
Targeted Policies;
Data Ownership;
Marketing;
Research;
Marketing Communications;
Data and Data Sets;
Management;
Customer Relationship Management;
Ethics;
Retail Industry;
Technology Industry;
United States
- January 2021
- Case
Pearson: Efficacy 2.0
By: Elie Ofek, Marco Bertini, Oded Koenigsberg and James Weber
Pearson, which billed itself as the "world's learning company," faced a host of critical decisions in mid-2020. Several years prior, it had embarked on a new path that put the learner at the heart of the business and committed to a new strategic orientation. The new...
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- November 2020 (Revised April 2021)
- Case
Roll-Ups and Surprise Billing: Collisions at the Intersection of Private Equity and Patient Care
By: Trevor Fetter and Kira Seiger
This case describes the increasing investment by private equity (PE) firms in patient care and other healthcare services. The case focuses on investments in physician staffing firms and roll-up strategy investments in physician practice management (PPM). Included in...
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Keywords:
Business Ventures;
Acquisition;
Mergers and Acquisitions;
Business Model;
Change;
Disruption;
Fluctuation;
Trends;
Customers;
Customer Value and Value Chain;
Ethics;
Fairness;
Finance;
Equity;
Insurance;
Private Equity;
Geography;
Geographic Scope;
Health;
Health Care and Treatment;
Markets;
Demand and Consumers;
Supply and Industry;
Industry Structures;
Ownership;
Ownership Type;
Private Ownership;
Relationships;
Agency Theory;
Business and Community Relations;
Business and Shareholder Relations;
Business and Stakeholder Relations;
Networks;
Strategy;
Competition;
Consolidation;
Expansion;
Integration;
Horizontal Integration;
Vertical Integration;
Value;
Value Creation;
Health Industry;
Insurance Industry;
United States
- October 2020 (Revised December 2020)
- Case
AfricInvest: A Pan-African Investment Platform
By: Victoria Ivashina and Youssef Abdel Aal
The case is set in December 2018, when Ziad Oueslati, co-managing director and co-founder of AfricInvest, a leading pan-African private equity firm headquartered in Tunisia, was reflecting on the future direction of his firm. AfricInvest started as a traditional small...
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